Examination of idiosyncratic sports rituals engaged in by viewers of televised sports revealed complex patterns of negotiation and participation in the televised events. In addition to being well-recognized tools for defining group membership, personal rituals revealed the creation of multistranded connections between fans and teams or players, despite separation by an electronic wall. Personal rituals revealed a balancing of the need for suspense with a need for reassurance, and extended to superstitions and part-play/part-serious efforts to influence game outcome. Exploration of private sports-viewer rituals illuminates the ways individuals alter their experiences of televised sports in order to gain social and cultural empowerment.
Alliances, affiliations, and partnerships continue to grow as one way for health care organizations to better serve their customers and compete with other organizations and networks. These organizational relationships are often promoted through co-branding joint programs and services. A study of consumers was conducted and shows that these organizational relationships positively affect consumer future behavior and benefit the organizations involved. Most importantly, the benefits of these organizational relationships grow as familiarity and understanding of the "new" partner in the market increases.
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